Sorawit “Jew” Phankasem

Co-founder, MTCH™

Industry : Lifestyle

Sorawit “Jew” Phankasem has built MTCH™ around a deceptively simple principle: quality comes before expansion. Since co-founding the speciality matcha brand in 2019, he has helped turn a personal fascination with Japanese tea into a destination with a loyal following among Thai customers and international visitors.

Jew came to matcha after working in fashion and retail and completing a master’s degree in the United Kingdom. Years spent studying the tea, travelling to Japan and learning about cultivation, processing and preparation gave him the grounding to approach the business with unusual depth. Rather than pursue growth for its own sake, MTCH™ sources tea directly from Japanese producers and maintains close control over the quality of every cup.

Education is equally important. Through storytelling, the brand introduces customers to matcha’s diversity and the craftsmanship behind it, encouraging appreciation beyond colour or grade. Jew also believes premium matcha should remain accessible, maintaining a consistent profit margin across different teas rather than imposing steep mark-ups on higher grades.

He continues to work closely with Japanese tea farmers on cultivars suited to Thai tastes while respecting the traditions surrounding matcha. His larger ambition is clear: to deepen relationships between growers, businesses and drinkers, and help Thailand emerge as one of the world’s leading matcha markets.